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Just in time for Black Friday and Cyber Monday, the biggest shopping days of the year, pop sensation Sia has teamed up with PETA for a computer-generated parody of a fashion show.
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Set to Sia’s song ‘Free the Animal’, the campaign features a seal designer and fox models draped in human flesh.
Viewers see what it would be like for humans to trade places with the animals that are tortured and killed to make coats and other items of clothing.
‘Cruelty-free vegan fashion is more popular than ever and reflects changing attitudes over killing animals for their skins.
‘I was happy to lend my song ‘Free the Animal’ to PETA for use in this important PSA.’
Sia, singer
Every year, humans cage and kill millions of animals for fashion. Foxes on fur farms in China are kept in tiny cages before being clubbed to death and even skinned alive.
Geese have the feathers yanked out of their bodies for down, and cows slated to be killed for leather endure extreme crowding and confinement as well as castration, branding, tail-docking and dehorning – all without painkillers.
In Canada, seal pups are shot or have their heads bashed in, and in the US, Argentina and Australia – the source of 90% of the world’s merino wool – sheep are cut, kicked and punched by shearers.
The campaign was produced by top ad agency Ogilvy & Mather in Beijing for free for PETA Asia.
Click here to find out more about PETA and its work to put an end to animal cruelty.
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